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1 - 10 of 25 results for: MKTG ; Currently searching offered courses. You can also include unoffered courses

MKTG 240: Marketing Management

The objectives of this course are to introduce students to the substantive and procedural aspects of marketing management and to sharpen skills for critical analytical thinking and effective communication. Specifically, the goals are to introduce students to marketing strategy and to the elements of marketing analysis: customer analysis, competitor analysis, and company analysis; to familiarize students with the elements of the marketing mix (product strategy, pricing, advertising and promotion, and distribution), and to enhance problem solving and decision-making abilities in these operational areas of marketing; and to provide students with a forum (both written and verbal) for presenting and defending their own recommendations, and for critically examining and discussing the recommendations of others.
Units: 3 | Grading: GSB Letter Graded

MKTG 243: Marketing Management - Accelerated

The objective of this course is to introduce you to modern marketing practice at an accelerated level. Marketing is key to the success of an organization and requires an ability to design and execute a coherent strategy across a number of different dimensions. Specifically, we study in depth each of the tactical P's - price, promotion, product, and place (distribution) - and do so through the structural lens of the three C's - customer, competition, and company, with a particular focus on the customer. Going beyond the fundamentals, the course emphasizes two specific areas of specialization and learning throughout. First, it focuses on data-driven techniques for assessing markets and teaches you which of these techniques apply to different marketing decision problems. Second, the course takes seriously the idea that consumers often want different things. It therefore focuses on how you can generate company value by understanding and serving heterogeneous consumer wants and needs.
Units: 3 | Grading: GSB Letter Graded

MKTG 249: MSx: Marketing

Every business has two kinds of problems: 1) Not having customers and 2) everything else. Marketing addresses the first problem. With increased access to information and fast-changing technology the role of marketing has broadened significantly. To attract and retain profitable customers, managers must identify and measure consumers' needs and wants, assess the competitive environment, select the most appropriate customer targets, and then develop multi-faceted marketing programs that satisfy consumers' needs better than the competition. The objective of this class is to provide you with perspectives on classical and modern day marketing, and to teach you how to take both a strategic and analytical approach towards contemporary marketing challenges.
Units: 3 | Grading: GSB Letter Graded

MKTG 326: Customer Acquisition for New Ventures

The focus of this course is on the strategies and methods used by early-stage companies to acquire customers (through outbound or inbound marketing) and to activate and retain them (i.e., to encourage repeat behavior and/or increase the frequency of interaction). Throughout the course, we will examine topics such as search engine marketing (SEM), content marketing, affiliate marketing, social media campaigns, mobile applications, freemium strategies, and the use of web analytics for tracking customer acquisition and conversion. The focus will be mainly on digital marketing channels, and the emphasis will be more B2C than B2B. Instruction will consist of case discussion, exercises and simulations, and guest lectures, with students working in groups to apply their learning to improve the process of customer acquisition.
Units: 3 | Grading: GSB Letter Graded
Instructors: Lattin, J. (PI)

MKTG 337: Applied Behavioral Economics

The field of behavioral economics couples scientific research on the psychology of decision making with economic theory to better understand what motivates economic agents, including consumers, managers, public policymakers, investors, and employees. In this course, we will examine topics such as the "irrational" patterns of how people think about products, money and investments, designing strategies and offerings to change behavior, and the drivers of happiness and the role of emotions in decision-making. This highly interdisciplinary course will be particularly relevant to students with interests in general management, entrepreneurship, Marketing, Strategy, Behavioral Finance, public policy, and nonprofit. Topics covered will include: Rationality and choice, choice complexity, intertemporal choice, emotional influences on choice, the role of behavioral economics in marketing, spending and savings behavior, social welfare, choice architecture, and defaults. The goals of this course ar more »
The field of behavioral economics couples scientific research on the psychology of decision making with economic theory to better understand what motivates economic agents, including consumers, managers, public policymakers, investors, and employees. In this course, we will examine topics such as the "irrational" patterns of how people think about products, money and investments, designing strategies and offerings to change behavior, and the drivers of happiness and the role of emotions in decision-making. This highly interdisciplinary course will be particularly relevant to students with interests in general management, entrepreneurship, Marketing, Strategy, Behavioral Finance, public policy, and nonprofit. Topics covered will include: Rationality and choice, choice complexity, intertemporal choice, emotional influences on choice, the role of behavioral economics in marketing, spending and savings behavior, social welfare, choice architecture, and defaults. The goals of this course are threefold: a) to study the basic principles of behavioral economics, b) To learn the application of the principles to various aspects of business and policy, and c) to think about a framework for developing products, programs, and tactics that are behaviorally informed. The course is composed of a mixture of lectures, exercises, academic paper reviews, and in-class case discussions. The purpose of the lectures is to present and discuss theories, concepts, analytical techniques and empirical findings. In-class exercise will be used to apply the concepts and techniques covered in the class. We will discuss a few business cases. In addition, students working in teams will prepare an analysis and recommended behavioral strategy for a company/startup of their choice.
Units: 3 | Grading: GSB Letter Graded
Instructors: Simonson, I. (PI)

MKTG 344: Marketing Research

To make strategic decisions, businesses need to answer questions such as: How large is the market for a product, what is important for the target segment? How does change in the product design affect profitability? This course aims to help students ask business relevant questions and find data-driven answers to them. The main objectives are to equip students with: 1) an understanding of the value of data - what intelligence it can and cannot provide, 2) exposure to state-of-the-art quantitative tools such as conjoint analysis and cluster analysis to analyze the data, and 3) sufficient hands-on experience with these tools for answering students' own marketing research questions from the perspective of an entrepreneur, marketer or a consultant. The course is designed to address substantive marketing problems such as: market segmentation, targeting, forecasting demand, pricing, and developing new products. We will use a mix of lectures, exercises, cases and a project to learn the material.n
Units: 3 | Grading: GSB Letter Graded
Instructors: Sahni, N. (PI)

MKTG 346: Humor: Serious Business

YOU, oh fearless leader of the future (and maybe present). Are very important.nnYou will make critical and far-reaching economic, political, and social decisions in your quest beyond Stanford to change lives, change organizations, and change the world. That's serious stuff.nnSo, why humor? The late journalist Eric Sevareid said "Next to power without honor, the most dangerous thing in the world is power without humor."€ Our goal is to pin you down and not let you leave Stanford without a healthy dose of humanity, humility, and intellectual perspective that only humor can bring.nnThis class is about the power (and importance) of humor to make and scale positive change in the world, and also - surprise! - to achieve business objectives, build more effective and innovative organizations, cultivate stronger bonds, and capture more lasting memories. Throughout the course, we will explore various aspects of humor creation, reveal insight into what makes people laugh, practice engaging - and more »
YOU, oh fearless leader of the future (and maybe present). Are very important.nnYou will make critical and far-reaching economic, political, and social decisions in your quest beyond Stanford to change lives, change organizations, and change the world. That's serious stuff.nnSo, why humor? The late journalist Eric Sevareid said "Next to power without honor, the most dangerous thing in the world is power without humor."€ Our goal is to pin you down and not let you leave Stanford without a healthy dose of humanity, humility, and intellectual perspective that only humor can bring.nnThis class is about the power (and importance) of humor to make and scale positive change in the world, and also - surprise! - to achieve business objectives, build more effective and innovative organizations, cultivate stronger bonds, and capture more lasting memories. Throughout the course, we will explore various aspects of humor creation, reveal insight into what makes people laugh, practice engaging - and leading with - a mindset of levity, and provide tools to harness humor safely and effectively in a professional context.nnBecause in today's world more than ever, humor is serious business.nnClass Goals:nn·Discover your own humor style and the styles of others, as well as understand strategic uses ofnhumor in businessn·Learn techniques for crafting your funny, and experiment with different humor mediumsn·Understand how to make humor a cultural and organizational practice, as well as how to embednhumor into your leadership stylen·Leave with tools to reinforce and amplify cultures of levity
Units: 3 | Grading: GSB Pass/Fail

MKTG 368: Consumer Search and Marketing: Business Models in the Information Economy

This class will explore the role of consumer search and firms' information provision with a focus on online markets and companies. Because the amount of information available to consumers has increased dramatically, it has become paramount for companies to facilitate consumers search process. We will cover both the relevance for companies to reach consumers through their presence on third-party search platforms such as Google as well as how companies help consumers navigate through their own assortment by means of recommendation algorithms (e.g. Netflix, Spotify). Furthermore, we will discuss business models of companies that facilitate search by aggregating and presenting results from other vendors such as Kayak or eBay. Finally, we discuss new sources of information such as online reviews and consumer word-of-mouth on social media and how firms can effectively influence and manage those sources of information.
Units: 3 | Grading: GSB Letter Graded
Instructors: Seiler, S. (PI)

MKTG 532: Persuasion

The aim of this course is to provide insight into the psychology of persuasion. We will explore research and theory in this domain and discuss potentially powerful techniques for changing people's attitudes and behaviors. We will apply our insights broadly to examine the features that make for an effective persuasive appeal in a wide range of settings (e.g., an ad, a pitch to investors, etc.), and students will practice designing and implementing persuasive messages. In each session, I will share classic and cutting edge research on persuasion emanating from the fields of social and consumer psychology. These insights will be organized around a few basic principles. We will then work together to brainstorm and practice the application of the insights to real world persuasion settings.
Units: 2 | Grading: GSB Pass/Fail
Instructors: Tormala, Z. (PI)

MKTG 534: The Travel and Airline Industry

This class will provide an overview of the travel and airline industry focusing on strategy, business models, institutions and innovation. Issues we will cover include competition, service delivery, distribution, pricing, promotion management and the use of analytics within verticals such as airlines, hotels, online travel agencies and cruises. We will also discuss trends such as shared consumption models and the role of user generated content in facilitating travel. We will hear from a number of C-level executives who have started or led businesses in the Travel Industry.
Units: 2 | Grading: GSB Letter Graded
Instructors: Gillani, S. (PI)
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